Dairy Crest in £5m Clover relaunch

Dairy Crest has relaunched its Clover dairy spread brand backed by a £5m investment.

The main aim of the marketing activity will be to attract health-conscious consumers and to reposition Clover as providing a good balance between taste and health with its “half the saturated fat” messaging.

The campaign kicks off with a burst of new TV advertising, created by Grey, which focuses on Clover having half the saturated fat but still with a great buttery taste.

The ad creative states: “The middle is the best of both, the happy place…Clover is proud to be smack bang in the middle”.

The TV ads will also be supported by a new website, direct marketing, PR and promotional activity.

Dairy Crest says that the relaunch has been designed to continue the strong growth of Clover, which is currently the number one brand in the dairy spreads sector by value sales, according to Nielsen. It is also worth £79m and is the fastest growing dairy spreads brand.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here